Why you should audit your online marketing – and how to do it + FREE CHEATSHEET

With 2018 coming to a close, it’s a time to be reflective about your business. If you have been using online marketing methods such as social media and blogging, it’s a good time to sit back and review what worked, what didn’t work and what can be learned from that.

Even if you have exceeded any goals or expectations that you set, you still need to be able to be looking forward and not resting on your laurels. This is where an online marketing audit comes in.

What is an online marketing audit?

Otherwise known as a digital marketing audit, an online marketing audit is a review of the channels and strategies you have used to promote your business online. What have you been doing to improve your online presence?

Why do you need an online marketing audit?

Assessing how you have been using online marketing methods is key in determining where your energy is best spent. Did you spend a lot of your 2018 time an energy on building a Facebook community? If so, is it generating business for you?

Or maybe you started blogging in 2018. Have your blog posts generated any traffic – or sales? If not, what can be done to change this?

Asking yourself the big questions can seem daunting and overwhelming – but without doing this, your business simply will not grow.

How to get started with your own online marketing audit

First and foremost, you need to make a list of all the online marketing channels you use to promote your business. Here are a few examples to get you started:

  • Website
  • Blog
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Email newsletter

With each of these channels, you’ll need to dive into the data and see your performance for the year. For your website and blog, use Google Analytics, for social media channels use their own Insights tools, and your email marketing software will also have its own reporting function.

But what data are you looking for? Use the below as a guide to adding the data to a spreadsheet or visual map.


  • Website sessions – how many people visited your website and blog? Which pages were the most and least popular?
  • Bounce rate – this shows you the % of people that bounced straight off the site – if it’s high, your website needs work! Note though that a higher bounce rate on blog post pages is common as many people will read just one blog post and take no further action unless you have a strong call-to-action at the end of your posts!

Social Media Channels

  • Followers – how many followers do you have on each channel? Were there any strong peaks or drops in your following at certain points?
  • Reach/Impressions – how many people did you reach through your social channels?
  • Engagement – how many likes, shares, retweets did your social media content get? What content

Email newsletters

  • Opens/open rate – how many people opened your emails? Which ones had the most opens?
  • Clicks – how many people clicked on the links in your email? Which links were the most popular?

Collating the data and learning from it

So now you have the figures that show you how your business has performed online over the past year. How does it make you feel? Is it better, or worse than expected?

Either way, you will want to go into the New Year with the optimism and enthusiasm to build your business further. It’s time to set goals!

Setting simple goals based off of your audit

Now you have the data from the last year, it’s time to set goals for 2019.

I would recommend setting quarterly goals rather than annual, as you will be more likely to review your goals and adjust accordingly throughout the year! There’s nothing wrong with amending your goals because sometimes things happen that you simply cannot predict for.

Read this post all about setting up SMART goals (link opens in new tab)

If you’re struggling to come up with online marketing goals, here are some example business goals and how to link them to your online marketing goals:

Business Goals aligned with Online Goals

Maximise your impact with an online marketing strategy

2019 could be a new, strong start for your business. Hire an online marketing expert to produce a strategy built around your goals and aspirations. Your online marketing strategy will include a full audit of your existing activity, as well as the creation of SMART goals and much more. Find out more.

Your FREE cheatsheet

Click here to download your FREE online marketing audit cheatsheet, or sign up for my free resources library for exclusive access to lots more of the good stuff to help your SME flourish online.

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